What the Heck is Integrated Marketing Anyway?

This content from: Duct Tape Marketing

When I first started my business, several decades ago, I was determined to tell people that, mine was an integrated marketing firm. To which, I generally received polite nods and the occasional more truthful – “What the heck is integrated marketing anyway?”

Well, c’mon I would mutter, “everyone knows it’s a management strategy and meta-discipline focused on the organization-wide optimization of unique value for stakeholders[1].” Right, see the problem with the term was that I really didn’t know what it was and my prospects and clients certainly didn’t see it as a benefit, but hey, it sounded more important.

Seems that with the onslaught of buzz over social media, the integrated marketing model has reared it’s head again. So, I’d like to share with you my take on this thing called integrated marketing. Marketing folks are now using it to describe their ability to integrate tradition offline marketing with the new sexy social media plays.

Don’t get me wrong, integrated marketing is a good thing, as long as you understand its use.

First my definition: Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust.

In this sense then an integrated marketing approach is not a strategy, it’s the tactical delivery of a marketing strategy. I think that distinction is critical, because without the right strategy no amount talk about integrating multiple platforms and mediums makes much sense. In fact, in may instances integration is simply interpreted as doing more kinds of stuff. The problem with more stuff is that stuff without a central strategy can actually cause one stuff to combat and conflict with some other stuff.

I absolutely believe the real integration opportunity, and way from most small business owners to blow their competition out of the water, is the intentional blending of online and offline tools and tactics around a single marketing strategy.

Let’s say you are an architect that learns what your clients really appreciate is your firm’s knack for getting deals through city hall, cutting through the red tape. While it make be tempting to focus on your pretty buildings, the real strategy opportunity may be in shouting from the top of city hall how you solve the red tape issues that stop buildings from being built and contractors from getting paid.

A marketing strategy around your red tape cutting, with an integrated tactical approach, might include:

• A red tape icon of some sort as a branding element
• A blog focused on municipal regulations and zoning requirements
• A localized feasibility action plan workshop
• A podcast series of interviews with key regulators and officials
• Contractor and developer “navigating City Hall” lunch and learns
• Networking opportunities with local officials
• Newsletter following regulatory changes and decisions
• A building feasibility service priced at $499
• Encouraging an employee or two to sit on local planning committees
• Advertising promoting your red tape seminars in print, Facebook, and direct mail

While none of the items mentioned above directly talk about selling architectural services, every single one of them works in tandem to do just that. An approach like the imagined one above would cement this firm as the go to firm for tough projects, land this firm on page one for any search terms surrounding design regulations, and take discussions about fees way down the list on many projects. The education of the prospect to the point they feel they would have little reason to look elsewhere for what they want is the true measure of an integration to drive home a marketing strategy.

1. Jenkinson, A. and Mathews, B. (2007) Integrated Marketing and its implications for personalized customer marketing strategies. J Direct, Data and Digital Marketing Practice. Vol 8 No. 3. pp. 93-209. Palgrave Macmillan, Basingstoke, UK

Image credit: CLTY

Is Social Media Changing Selling?

This content from: Duct Tape Marketing

Marketing podcast with Mike McLaughlin (Click to listen, right click and Save As to download – subscribe now via iTunes

Social media has certainly changed marketing, but few people are addressing just how dramatically it’s changed sales. In this interview we hit that subject pretty head on.

My guest for this episode of the Duct Tape Marketing podcast is Mike McLaughlin. He’s the author of Winning the Professional Services Sale, which offers professional service providers, business development managers, and firm leaders new strategies to identify, qualify, and close any services sale. McLaughlin is also the coauthor of Guerrilla Marketing for Consultants, the first book to apply the principles of Guerrilla Marketing to the business of consulting and professional services.

In this podcast:

• About the book: Winning the Professional Services Sale
• Changes in the Sales Market
• Success in Sales
• Defining the Shared Answer
• The Process of Closing a Sale
• The Perfect Sales Proposal
• Getting the Next Sale and Referrals

Winner of the Social Media Library

This content from: Duct Tape Marketing

In case you missed my post on Friday I offered one signed copy of One these seven books: Trust Agents by Chris Brogan and Julien Smith, New Community Rules by Tamar Weinberg, Six Pixels of Separation by Mitch Joel, Web Analytics 2.0 by Avinash Kaushik, Duct Tape Marketing by well, me, Whuffle Factor by Tara Hunt and CrushIt by Gary Vaynerchuk to the person that most creatively answers the following: I get the biggest return for my business using social media when I [fill in the blank] – Here’s the original post if you missed it

Between the blog comments, emails and tweets over 100 people responded, so picking one best answer was a bit on the ridiculous side.

It was awesome to see so much positive response to the use of social media. Go back to the post and read the comments, they read like a list of testimonials for the power of social media in small business.

To me, the most significant theme that came across was the realization of the power of combining offline and online to create even more impact. I am just finishing the rewrites for next book and this is a central theme of the book.

“I get the biggest return for my business using social media when I combine my online activity with my offline activity”
“…when I couple it with good ol’ fashion “meet and greet”.”
“I get the biggest return for my business using social media when I use all possible forms of marketing, provide great content, and link everything together.”

There were a couple other popular threads as well:

Engagement
“I get the biggest return for my business using social media is when I am completely present with followers”
“I get the biggest return for my business using social media when I engage with the community.”
“I get the biggest return for my business using social media when I engage in honest conversations everyday.”

Give first
“I get the biggest return for my business using social media when I take dry ideas and turn them into stories people enjoy, comment on, and pass along to others.”
“I get the biggest return for my business using social media when I: Give Generously”
“I get the biggest return for my business using social media when I pay it forward.”
“I get the biggest return for my business using social media by keeping my focus on sharing useful and interesting info rather than a hard sell.”

Listen
“I get the biggest return for my business using social media when I listen, then listen, then listen some more before doing anything else.”
“I get the biggest return for my business using social media when I engage in a conversation. Can’t talk “to” the clients. Gotta talk “with.”
“I get the biggest return for my business using social media when I stop thinking I know everything and start to listen to my costumers!”

Oh, and who won? The winner is:
“I have been working on building my personal brand and by doing so I have utilized social networks. I am a recent graduate (2008) and have been volunteering at many social media conferences in hopes to land a position in the field.

Jamie Favreau

I have to admit that as a dad of kids doing the same right now, I had a soft spot for Jamie’s plea. There were so many great responses, thanks all for playing.

Win a Social Media Marketing Library

This content from: Duct Tape Marketing

In a fit of collaboration goodness I would like to gift one set of seven awesome books to the person that most creatively answers the following: I get the biggest return for my business using social media when I [fill in the blank]

I’m the only judge and I’m going to pick the answer I like the best. But, here’s what you’ll get if you win.

One personalized (meaning signed to you) copy of these seven books: Trust Agents by Chris Brogan and Julien Smith, New Community Rules by Tamar Weinberg, Six Pixels of Separation by Mitch Joel, Web Analytics 2.0 by Avinash Kaushik, Duct Tape Marketing by well, me, Whuffle Factor by Tara Hunt and CrushIt by Gary Vaynerchuk.

And, you’ve got several chances to win. These bloggers are also giving this set away, so rush on over and see what they’ve got planned to enter to win: (keep checking if they haven’t posted yet.)

• Beth Kanter
• Avinash Kaushik
• Brian Solis
• Steve Cunningham

3 Sources of Grammar Inspiration

This content from: Duct Tape Marketing

About once a week I amuse the grammar troops by torturing some aspect of the language in my writing. Hey, I don’t do it on purpose and I love that I’m able to provide an otherwise cuddly group of individuals with a steady flow of chuckles.

I’ve had this post in the back of my mind for some time, but I was prompted to write it today by a LinkedIn status update I saw yesterday. (Name of victim withheld) – “Excited to attend my first titter conference today.” In the always on, say what’s on your mind, send it, but you can’t take it back world we live in, we could all take a moment from LOLing. (This is not me throwing stones, I am definitely guilty.)

It’s funny how minor mistakes can slow down and even alter the meaning of something we write.

Here’s my A team, all-world, really bad typo story. I was working on an annual report for a very large non-profit agency. In the report there was a sentence that was to refer to the organization’s work and gifts on behalf of underserved families. However, the sentence actually spoke glowingly about their work and gifts given to undeserved families. Kind of different, oops.

I would love to hear your grammar and type horror stories. Seems like a good Friday outlet. Share them in the comments.

Here’s the list of resources I turn to whenever I get the urge to keep the grammar police at bay for a day.

Grammar Girl’s – Quick and Dirty Tips – Mignon Fogerty’s awesome podcast

Elements of Style – William Strunk Jr. and E.B. White – I like this illustrated version with Maira Kalman

Eats, Shoots & Leaves – The Zero Tolerance Approach to Punctuation by Lynne Truss

Image credit: Loopzilla

Social Media Training Course Beta Testers Needed

This content from: Duct Tape Marketing

This whole social media thing for small business can be confusing, I know, I speak to groups of small business owner routinely and hear things like – “I’m overwhelmed, I’m tired of the hype, what do I do first, how do I find the time.”

Update: The good news is a lot of people really want to beta test this program – over 125 left comments for the 10 spots, but I guess that’s the bad news too. Here’s what I’ve decided to do – I will choose 20 beta testers based on comments and offer a smokin hot deal to the other 105 who took the time to participate. (comments are now closed) This course is one of the ways I put my kids through college so please appreciate the it’s worth way more than I’m going to charge.

If you’ve ever found yourself saying something along those lines, I would like to let you know that I’ve taken the practical strategies and tactics I use and teach to help people create a social media system and turned them into a five session course I call – Social Media Pro.

The course is not really ready to go yet. I mean, it’s ready, but I’m not sure I’m ready. I would first like to recruit 10 beta testers to go through the entire online program and give me feedback and reviews to help me understand if the course delivers the results I’m hoping for - a small business owner building an entire social media system that allows them to effectively market their business without going crazy.

The program consists of five online tutorials backed with 38 videos that show you step by step how to do every action described in the lessons. The course is delivered sequentially over a five week period so you can focus on one lesson and set of action steps per week without becoming overwhelmed.

The course breaks down like this

• Session One – Creating a Social Media Strategy
• Session Two – Optimizing Brand Assets
• Session Three – Blogging for Business
• Session Four – Social Networking and Networks
• Session Five – Managing the Beast

You can check out the full course details here, but there’s noting to buy, so come back and read the rest of this post if you are interested in the program.

If you would like to be a beta tester I need you to leave a comment in this post describing a) your greatest frustration with implementing social media or b) the single most important thing you would hope to get from a course like this.

In addition, if chosen you will need to pay $1 and agree to complete the action steps at the end of each lesson and provide feedback on what works or what’s missing and report on the tactics you’ve implemented as a result of the course. (Thoughtful, passionate, and creative responses will be most rewarded.)

Deal? Leave your comment.

Image credit: Damien Basile

7 Traits of the Modern Leader

This content from: Duct Tape Marketing

So much about the world we live and work in has changed. I suppose every generation feels that to some extent, but now it’s my turn to acknowledge it. I’ve owned my business for over twenty years and the changes in how we market, interact, collaborate, congregate, follow and lead have changed unalterably.

And with it, a new breed of leader has emerged – in part because the world is desperate for it. Seth covered this new kind of leader well in Tribes. I have the pleasure of addressing the network of Duct Tape Marketing coaches for the opening session of our conference in Boulder this morning – and I plan to challenge this group to embrace the traits of today’s leader.

1) Trust themselves

An authentic trust in one’s self allows a leader to make decisions for the right reason and not out a hidden agenda or attempt to prop up self-worth. This trait also comes shining through when risk and uncertainly knock at the door,

2) Make meaning

The greatest leaders I encounter are doing what they are doing for love of a higher purpose. This doesn’t mean a spiritual or religious purpose, although it can, but they are trying to guide people on a journey worth taking. Chris Brogan is making the world a better place by blogging about engagement. His “make meaning” why he’s found a way to turn it into make money.

3) Embrace change

Well, I guess we’ve all seen what the Internet has done to companies and entire industries unwilling to embrace change – think newspapers? Today’s leader is downright giddy about the speed at which things are happening all around them and in every aspect of their life.

4) Keep learning

Today’s teacher understands the speed of change and further understands that in order to have any reason for people to follow, they must provide a sense of what’s next, what’s ahead – the only way to do that is inquire vigorously, every day.

5) Are the example

How is it possible to lead if you aren’t willing to walk the talk, if you aren’t an example to those who would follow. Or worse, to be driven by a higher purpose and not let it shine through your actions. Do as I say, not as I do just won’t cut it anymore. The most attractive form of leadership involves no words.

6) Act congruent

I suppose this one goes hand in hand with the last trait, but it shows up in the value proposition. Today’s leader knows what value they bring, what results they produce, and what all of that is worth. They have no issues charging what they are worth and looking a prospect or customer in the eye when they educate them. What are your feet doing when you speak.

7) Practice abundance

Today’s leader gets cooperation like never before – there is so much business out there waiting to be attracted in this Internet world that we now find ourselves without competition. Let’s all play together to make a better world!

I know most of you read this blog to get my take on marketing stuff, but every now and then I just have to address the whole entrepreneur in all of us.

Image credit: Garry Knight

Start, Run, and Grow Your Business

This content from: Duct Tape Marketing

I’ve had the distinct pleasure of working with my friends at Palo Alto Software to play a part in creating a unique bit of software called Start, Run, and Grow Your Business. This low-cost tool is full of advice, tutorials and free stuff for every phase of getting your business going.

The software is available here and in Target Stores in the U.S and runs on the Adobe Air platform so it’s both PC and Mac compatible and can be seamlessly updated as more tools are added.

I’m giving five copies away to first five that leave comments to this post suggesting why they might need a tool like this – leave your mailing address and we’ll send it out, but I really want some feedback on how this tool helped you (if, of course it did.)

I created a series of marketing fundamental videos and a tool that walks you through creating and formatting a press release, but you also get things like:

• Company logo – Business cards and letterhead
• Website domain ($35 value!)
• Legal forms and guides
• Sample business plans
• Subscription to Inc. magazine
• Bookkeeping software
• Business calculators
• Time-tracking software
• Email marketing solutions
• Sales contact database
• Project management software